Colors eyes revenue bonanza from '24'

Colors is leaving no stone unturned to create buzz for its big ticket show ‘24’, the Hindi adaptation of the well-known English espionage series and featuring actor Anil Kapoor.

The channel has unveiled the first look of the show’s trailer. Though the official launch date of ‘24’ is not known, the show is slated to go on air from October 2013.

Commenting on the new show, Raj Nayak, CEO, Colors said, “‘24’ is our first big initiative for producing a world class, international format fiction show, which we believe has the potential to change the standards of television production values and scale in India, pushing all boundaries of content, production and packaging. Presented on a never before scale with a top Bollywood star as its protagonist, ‘24’ promises to bring in a paradigm shift in TV content in India. The success of ‘24’ will be great not only for Colors, but for the television industry as a whole.”

As is known, Colors has already roped in the newly launched Tata Safari Storme as the presenting and title sponsor for ‘24’ (Colors signs Tata Motors as presenting sponsor for 24). According to industry sources, the channel is eyeing revenues to the tune of Rs 75 crore to Rs 90 crore from the property. The rights of the show have been bought by Anil Kapoor Films from Fox and ‘24’ producer Howard Gordon. It will be interesting to see how Colors positions the premium property given the fact that the 10+2 ad regulation is slated to be implemented from October onwards.

The Indian version of ‘24’ is written by Rensil D Silva and directed by Abhinay Deo. Other members of the starcast include Mandira Bedi and Tisca Chopra.